Rebranding, repositioning and reinvigorating a retail business
Garner Appliance & Mattress – Case Study
The Opportunity
Initial discovery and strategy sessions gave us a clear sense of where the Garner brand had been, where it wanted to go and a deep understanding of the needs and wants of its customers. To help set up the brand for immediate and long-term success, our creative marketing agency in Raleigh recommended they undergo a rebranding effort.
A rebranding doesn’t always have to be a radical departure from your brand’s current state. It’s about freshening up your look, voice, and marketing messaging so that it reflects your truth, feels unique and makes a strong connection with audiences.
COMPREHENSIVE REBRANDING
To modernize Garner Appliance & Mattress and help them maintain their competitive edge in the community, we implemented a full rebranding. This meant:
- Development of a marketing strategy
- Design of a new, modern logo; corporate identity and vehicle branding
- Revamped storefronts and in-store signage
- Updated website design and refreshed marketing materials
MARKETING PLANNING
We recognized that despite operating without a marketing director, Garner was spending a significant amount per year on advertising (1% – 2% of the previous year’s gross revenue). After gaining their trust, we were given full reign to market their brand within the same budget parameters and demonstrate that we could quickly increase revenue.
Rapid Success!
Within just 6 months, sales surged by double digits, prompting us to recommend further investment in marketing channels to fuel their growth potential.
BEYOND THE REBRAND
We continued to partner with Garner to evaluate their overall operations, open new locations, build in marketing automation and ensure a continued commitment to performance and customer service excellence. In addition, we helped expand their retention and acquisition programs. We maintained a relentless focus on:
Expanding media channels
venturing into digital marketing, social media, and TV.
Rather than hire a high-priced and full-time marketing officer, Garner opted to hire us instead and in return, got the full benefit of marketing planning along with immediate access to website and graphic design services, copywriting, project management and advertising design and placement.
Optimizing partnerships
to get the most benefit from co-op advertising dollars.
The company initially had no mechanisms in place to leverage co-op dollars. Today, they are getting back as much in co-op dollars as their original advertising budget. Last year alone, twenty-five percent of their advertising budget was paid for with co-op dollars.
Investing in community
thus positively influencing brand perception.
We helped Garner reduce the daily organizational workload on its owners. This freed them up to focus on making a difference; meeting the customer service standards they are known for as well as ownership functions such as securing new locations, new products, and growth strategies.
Navigating challenges
like COVID-19, with unwavering support.
Garner now has the data it needs to analyze and determine the effectiveness of ongoing brand awareness and marketing. Not surprisingly, they are busier than ever and consistently beat previous monthly sales records.
FROM $7.8 MILLION TO $24 MILLION IN JUST TEN YEARS
ANNUAL
SALES
skyrocketed by
STORE
LOCATIONS
expanded to
NUMBER OF
EMPLOYEES
increased by
During our tenure, the company slowly increased its advertising spend, layer by layer, through our agency’s media-buying services. This has resulted in growth upward of 15% – 20% per year. By the end of 2020, Garner will have fully doubled its revenue in the 5 years since we began managing their marketing. They now have a deep and layered marketing mix and have become a highly profitable business.
IN OUR CLIENT’S WORDS
IN OUR CLIENT’S WORDS“Perhaps The Marketing Machine’s biggest strength is their ability to understand who our customers are and how best to identify and target that customer. The quality is top-notch. The team is always responsive to our needs. And I fully trust in their vision. The results speak for themselves.”
Amgad Saad
Co-Owner/Predident of Garner Appliance & Mattress
DAVID SARDINHA, COO OF THE MARKETING MACHINE, REFLECTS:
DAVID SARDINHA, COO OF THE MARKETING MACHINE, REFLECTS:“Our experience with Garner Appliance has been a win-win for both of our companies. We’ve been able to work closely with them to craft a brand and marketing strategy that has fueled their success and growth. Their trust in us inspires us to give back 110% and together we make a really dynamic team.”
David Sardinha
COO of The Marketing Machine
RECENT MILESTONES
Garner Appliance & Mattress continues to build momentum, going live with:
We were entrusted with the task of designing all the elements for Garner Mattress and Appliances’ new showroom. Our comprehensive approach included the storefront, signage, and interior displays to create a cohesive and inviting shopping experience.
We conceptualized and designed a captivating fold-out center spread for their new showroom launch. From layout to photography, every detail reflects our commitment to excellence. This advert showcases our ability to elevate brands and captivate audiences.
Targeted and impactful omni-channel campaigns, incorporating e-mailers, direct mailers, leaflets, and display adverts and remarketing to build relationships with various customer demographics.
An impressive 13,500 sq. ft. North Raleigh showroom, conceived and designed in partnership with The Marketing Machine, and coming full circle with the brand’s high-end transformation – from store front design to interior signage to the launch campaign to working with the architect to TV commercials.
A targeted and impactful “Welcome” campaign, encompassing billboards, TV commercials social media and more, and further cementing Garner’s market share and consumer mindshare.
A Winning Formula for Client-Agency Success = Trust, Collaboration, and Shared Vision